On 27th of November 2025, Apptrove organized a webinar named “Migrating for Growth: How Apptrove Helps You Scale Post Firebase”, where we invited app marketers, growth managers, and product owners to share their views on one of the most pressing changes happening in the mobile world today: the sunset of Firebase Dynamic Links (FDL).
The presentation was conducted by Divya Kapoor, Customer Support Manager along with Aayush Mishra, Customer & Product Success Specialist at Apptrove, who explained the implications of the decision taken by Google and how the UniLink service at Apptrove could not only serve as a substitute for Firebase Dynamic Links but open avenues for the growth of brands.
The End of Firebase Dynamic Links: Why It Matters
Firebase Dynamic Links have long been a building block for the mobile marketing toolbox. They allowed for effortless deep linking by dynamically redirecting users based on their install status for their applications and accomplished this by ensuring the following:
- Users who did not have the App were directed to the App Store or Play Store.
- Existing customers went directly to the corresponding screen inside the application
- Deferred Deep Linking maintained the user flow after install
However, Google later deprecated Firebase Dynamic Links on the 25th August 2025, with no new updates, very little support, and the subsequent collapse of the routing process.
Even if the current existing links are functional for now, the webinar emphasized the risks of falling back on them in the future because the brand will be faced with:
- Broken links in advertisements, email, SMS, and influencer marketing campaigns
- Broken onboarding journeys
- Loss of attribution and performance data
- Inaccurate reporting affecting marketing decisions
In the current competitive scenario, even the slightest bit of friction in the user experience can manifest as revenue loss. Migration has now become not an option, but an imperative.
Introduction of UniLink: The Intelligent Deep-Link Solution
Apptrove launched the product “UniLink” as the new and innovative alternative to “Firebase Dynamic Links.”
It forms a single smart URL which changes according to the context of the user:
- If app is installed → the user is directed to the target destination within the app
- If not installed → the user is directed to the appropriate app store page
- If the fall-back is needed, then the predefined web page gets opened.
What makes UniLink so robust is that it is equipped to handle campaign parameters such as Traffic source, Campaign Name, Ad set or influencer ID and Channel or creative tags. This way, every link will no longer be a black box but an asset that could be traced.
Why UniLink Is More Than a Replacement
During this session, it became evident that the UniLink Program is about more than just continuity; it is about bettering, about improving.
UniLink has the following advantages over Firebase Dynamic Links:
- Granular attribution to channels
- Bulk creation and CSV upload for fast migration
- Performance analysis – real-time
- Deferred deep link without broken journeys
- Welcome and migration assistance
For marketers who previously lacked insights in Firebase, UniLink turns deep link information into actionable data.
A Simple 4-Step Migration Process
One of the main concerns among the audience was the complexity of the issue of migration. Apptrove covered this by dividing the process into four simple steps:
- Audit Your Existing Firebase Connections
Export all dynamic links, fallback URLs, and deep links paths from the Firebase Console so that none of the assets are left behind.
- Build UniLinks
By employing the Apptrove dashboard, marketers are able to build UniLink templates and import links either manually or in a CSV file. This only takes minutes, not weeks.
- Deploy Across Channels
It should update any existing Firebase links, whether through websites, mobile apps, ads, SMS, email, or influencer marketing.
- Validate and Monitor
Redirection flows on multiple platforms, and link performance can be measured through Apptrove’s analytics dashboard.
Moreover, for more advanced installations, the migration can be facilitated either by SDKs or REST APIs, ensuring a smooth process even for corporations.
Examples of Practical Applications Which Caught Our Attention
There were some very interesting customer examples that illustrated the effectiveness of a migration to UniLink.
adda247 – EdTech Leader
Students clicking the test link in WhatsApp will often drop out due to failed redirects. The UniLink ensured that new users were redirected to the play store and landed exactly on the test page after installation, while existing users opened the test screen immediately. The end result is that course enrollment skyrocketed.
India Today – Media Publisher
In the case of Firebase, the attribution of the campaigns was not transparent. UniLink made this transparent with the use of URLs given to the campaigns. This gave the team insight into how the YouTube campaigns led to three times the level of user engagement compared with banners.
Ultra Media – OTT Platform
The performance of influencers was not measurable before. UniLink facilitated the creation of personalized tracking links to provide insights into the influencers who performed better in installing and retaining the app. This improved the ROI and influencer relationship.
The Bigger Picture
With the ever-evolving nature of the mobile ecosystem and the increasing strictness in privacy policies, the foundation of growth lies in first-party attribution that is dependable and the final takeaway from the webinar was: “Firebase may be closing doors, but Apptrove is opening new ones — to smarter attribution, seamless journeys and sustainable growth.”
FAQs
Do Firebase Links migrate automatically?
Yes, but you can easily recreate all of them using the tools of Apptrove.
Is developer involvement required?
Not necessarily. There is a facility for independent migration using mass CSV imports.
Can UniLink monitor behavior following the installation?
Yes. Such events as sign-ups, purchases, and referrals can be tracked back to the original link.
Can UniLink be tested before total migration?
Absolutely. Brands can test UniLink together with Firebase to ensure performance.
